TheChicGeek says, “You’ve probably seen this brand before. This is L’Oréal relaunching the men’s grooming brand, Baxter of California, back into Europe. Established in 1965, it is one of the oldest men’s grooming brands and was acquired by the huge beauty conglomerate, L’Oréal, in 2012. (They’ve been hoovering up a lot of brands over the last few years).
The thing I remember most about Baxter of California was the metal tubes. It gave them a retro and quality feel. These are now gone, though the packaging looks similar and I still like it. I don’t actually remember the products themselves.
Left - Some of the vast Baxter of California range
It’s a big range, but feels reliable. I tried the Oil Free Moisturiser, which I really liked and they also do an SPF option which is great. The Citrus & Herbal-Musk Deodorant, is an alcohol and Aluminum-free stick sensitive skin. I also tried a not very memorable body wash, and, the deep cleansing, black bar of soap. These could both do with a stronger and more longer lasting quality fragrance especially at these prices. Men expect and desire this, now, especially when paying a premium.
The pricing is relatively high, with similar prices to that other L’Oréal brand, Kiehl’s.
It’s simple and easy to understand, which is good, but I’d like to see more of its background and history in its products. Where’s my California sun? Which ones are new? Which ones are your heroes? This brand would be perfect to tap the outdoor/active feel that grooming should be heading in.
If I was going to pinpoint one standout product, then it's the Oil Free Moisturiser.
I’d rather buy this than L’Oréal’s new men’s brand, House 99. Read why here
Right - Everybody loves sunshine - Baxter of California needs to push more of its heritage. Or make some up?!
L’Oréal Men Expert Research has identified a powerful active ingredient in French vineyards, known for its antioxidant properties, which helps to defend against external aggressions and fight against signs of ageing.
Containing this extract, the L’Oréal Men Expert Vita Lift range introduces 3 new high-performance products - moisturiser, gel and eye-cream - which moisturise the skin, enhance its radiance, reduce the appearance of wrinkles and help the skin to feel firmer.
Left - L’Oréal Men Expert Vita Lift Anti-Ageing Gel 50ml - £15.99
TheChicGeek says, “The information is a bit vague about what exactly they found in these French vineyards. I’m guessing it’s grapes and it’s the same antioxidants that make experts recommend we drink one glass of red wine a day.
I thought I’d try the gel because it’s a bright red colour and looks a bit different, and also the eye cream.
I usually find Men Expert to be a wall of products, with many overlapping and not labelled clearly enough to know what to do with them. Being red, this has more distinction and identity.
There is a slight hint of morning-after-stale-red-wine, which I kinda wanted, but it’s masked by a generic men’s fragrance. The gel is light and the striking red colour quickly absorbs into the skin and disappears without any colour residue. Gels suit guys who don’t want anything heavy on their skin and also I think it absorbs and disappears faster.
The eye cream isn't red and is completely unmemorable.
I think we all know the benefits of red wine, in moderation, and this is a new source of antioxidants for the skin. I don't think this is Chateaux Margaux for the skin, more house red. Santé!”
Right - L’Oréal Men Expert Vita Lift Anti-Ageing Eye Cream 15ml - £11.99